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40% of YouTube’s Traffic Comes From Mobile

This week, Larry Page announced that 40% of YouTube’s traffic comes from mobile (including both phones and tablets). That’s a significant increase from 25% last year, and just 6% in 2011.

“It is well on its way to becoming a mobile-first company,” reports AllThingsD.

However, more mobile views also means less ad dollars for the platform. While a conventional YouTube web page offers several different type of ad purchases, there’s only one form of ad that can be purchased on a YouTube mobile app. That “TrueView” ad gives viewers the options to turn the ad off (meaning: less ad dollars per mobile view.)

The ability to turn off ads is a convenient option for viewers; but will YouTube change available ad formats for mobile video as mobile views account for more of the platform’s traffic?